Early success for tourism board winter campaign

The Valley Forge Tourism and Convention Board has already begun seeing some good results from its winter hotel marketing campaign — the “Thrill of the Chill.”

The tourism agency changed things up a bit this year, according to Edward Harris, chief marketing officer for the Valley Forge Tourism and Convention Board, and started the campaign six weeks earlier this year — on Nov. 13.

“This is the first time we have launched a winter hotel package prior to Jan. 1. We wanted to try a new formula this time — to get out way ahead of it,” he said. “So far, 100 packages were booked before the first day of winter. We’re really excited about the approach.”

The organization’s “Thrill of the Chill” Winter Hotel Package provides guests with savings for area attractions when they book an overnight stay in certain Montgomery County hotels. So far, 20 of the county’s 75 hotels have signed on to participate.

Harris added that the earlier launch date wasn’t the only thing new about this year’s winter hotel campaign.

The campaign has 14 attractions across the county that have partnered with the agency to offer savings — more partners than have ever participated before, according to Harris.

“The package spans multiple consumer segments — families, entertainment, the arts and culture scene,” Harris added. “When you put in new things and offer variety and get out ahead it’s a formula for success.” Among the partners are theaters, breweries, wineries, restaurants, family attractions and shopping venues.

In addition to an ad in this month’s Philadelphia Magazine, the marketing campaign features placement on digital billboards, social media and radio announcements in the Baltimore, Washington, D.C., Philadelphia and New Jersey markets.

“We’re going heavy with radio out of market — and it’s working well for this type of campaign,” Harris said, adding that the Valley Forge Tourism and Convention Board has tested radio be-

fore, but it hasn’t been part of the full-blown campaign before.

The “Thrill of the Chill” campaign will run through March, which also represents a difference in how the agency has previously run its marketing campaigns. This year the agency started one campaign, while another — Shop Montco — was still running.

“Speed to market in a competitive market is key. We see that with this campaign. If we can be a few steps ahead of our competitor in a unique offering, we’ll win the business,” Harris added.

Another new piece to the campaign, according to Rachel Riley, communications and media relations manager for the Valley Forge Tourism and Convention Board, is the addition of third party content providers like social media influencers and bloggers.

“We have reached out to partner with them in 2018. We’re going to have them come and experience the winter package — then they’ll share their stories on their blogs,” she said.

“This is a brand new opportunity to reach new audiences in social media through these influencers — that we wouldn’t have reached in the past,” Harris added.

To see the participating hotels and attractions that are part of the “Thrill of the Chill” program visit www.valleyforge.org/chill.

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